Understanding if your marketing efforts are working does not have to be a mystery. Online marketing metrics are what make marketing a science rather than a superstition. As in other fields, marketing has several established types of metrics, or ways of measuring achievement. If you are a business making important decisions regarding your marketing strategy and cost-to-benefit analyses, you need to utilize online marketing metrics in order to form the necessary judgments.
Which Online Marketing Metric is most Valuable?
- Total Visits. On the most basic level, you want to know how many visits are being made to your website. The more people that see it, the more likely you are to get potentials customers into a later stage of the buyers journey, such as conversion (described below) or sale. But knowing how many people are hopping onto your website doesn’t always give the full picture. For that, you need more info, such as the metrics outlined in metrics two through five.
- New Users. This metric distinguishes “visits” or hits to your page, from the amount of people who are arriving for the first time. The new user metric can provide a baseline to help you make estimates of how many new people could be likely to start on your product or become clients this year.
- Average Number of Pages. If you happen to be using advertising to help make some of your income, this is especially important because the number of clicks you get (how many pages the customer visits on average) means more money for you. Even if you don’t rely on advertising, it’s a helpful metric because it allows you judge how interesting your content is, which might advise you to tweak certain things to make the page more customer-friendly.
- Average Time on a Page. Even more than the number of pages visited, the average time on a page can reveal whether people are finding content that gets their attention. It’s advisable to mix up pictures and graphics so that people don’t get overwhelmed and can visually order their experience when they land.
- Conversion/Lead generation. These are often seen as the most important online marketing metrics. “Conversion” could be defined in several different ways, for example customers putting their name on a registration page. The point is that it is quantifiable as a gain for your company, and a lead is generated. The leads are vitally important because they are the people most likely to make your business revenue.
Consider Investing in a Marketing Campaign with a Professional
Farotech uses quantifiable metrics with the best of marketing science to inform its efforts on developing your advertising campaign. We use all the above and more advanced types of online marketing metrics to ensure a consistent feedback loop about your customer’s attention to your online marketing. Contact us today for a free consultation.